Study On Consumer Cognition Of Brand In The Context Of Online Shopping

With the development of network technology,it is more convenient for consumer to know and choose brand form online shopping market.It provides rich-media brand introductions,interactive communication and information feedback system to consumer.Variety brand characteristics encourage consumer to follow their inner feelings more in their cognition of brand online.Based on cognition theory,this dissertation proposes that consumer cognition of brand in the context of online shopping is a kind of brand attribution awareness and with individual differences.It is formed on the base of consumer's inner feeling and shaped by their metal imagery and metaphor comprehension.An overall theoretical framework is established and it is proved by three empirical researches.Then,some suggestions about brand management in the context of online shopping are given.And at the end of this dissertation,limitations and future researches are discussed.This dissertation is consisted of four parts as follow:Part I,the process of consumer cognition is analyzed in the context of online shopping.The scope and content of consumer cognition is defined while considering the viewpoint changing about cognition.It detailed disserted the leading factor,process and backward connection of consumer cognition.The leading factor is consumer's virtual experience.Consumption information comes into consumer's brain in the form of static or dynamic pictures,video and text.The staple psychological mechanisms in the process of cognition are metal imagery and metaphor comprehension.Because it is short of direct sensory stimulation in the context of online shopping,the virtual experience of product is done by mental imagery in consumer's brain.And consumer knowledge is formed by concept representation and concept process in the way of metaphor comprehension.Meanwhile,consumer emotion and consumer attitude are formed and they all point to consumer's online purchase intention.Part ?,the content of consumer sensory perception in the context of online shopping is discussed in detail and empirical measured.Firstly,based on embodied cognition theory and existing sensory marketing researches,the role of consumer sensory perception in the process of consumer cognition of brand is discussed.It proposes that consumer's sensory perception in the context of online shopping has multiple dimensions and it is impacted by cognitive environment.According to multi-sensory integration theory in neuroscience,the multi-sensory perception in the context of online shopping is further proposed to be interrelated and make effects as a whole in the process of consumer cognition of brand.By the method of confirmatory factor analysis and latent variable path analysis,these hypotheses are confirmed.Part ?,based on the analysis in part I and ?,this part conducts a comprehensive analysis about the process of consumer cognition of brand in the context of online shopping which includes cross-sectional breadth analysis and longitudinal-section depth analysis.The breadth analysis mainly refers to the relationship between consumer's sensory perception in the context of online shopping and brand knowledge,brand attitude and brand emotional.The depth analysis mainly refers to the conscious and unconscious nature of consumer cognition of brand.The conscious characteristic of consumer cognition of brand means that consumer sensoryperception in the context of online shopping is existed as the prerequisite of brand knowledge,and it takes advantage of brand knowledge to be effective in the process of consumer cognition of brand.The unconscious characteristic of consumer cognition of brand refers the part that the direct links between consumer sensory perception in the context of online shopping and brand attitude or brand emotional are not realized by consumer.Measurement model of breath analysis and depth analysis of consumer cognition of brand are built in the context of online shopping.And the diagram of consumer cognition of brand in the context of online shopping is given.Part ?,it is an empirical analysis about consumer cognition of brand in the context of online shopping.Online selling apparel products are taken as the research object.The methods are confirmatory factor analysis and latent variable path analysis of structural equation modeling.The result shows that consumer sensory perception and cognition environment in the context of online shopping have a positive impact on the formation of brand knowledge.But the formation of brand knowledge which is built on the conscious level of consumer did not have significant impact on brand attitude,brand emotional and online purchase intention.It indicates that the influence of consumer sensory perception in the context of online shopping is mainly under consumer's conscious level.It facilitates brand emotional and the formation of purchase intention.Cognition environment could positively influent consumer sensory perception,brand attitude and brand emotional.It has indirect influence on consumers' online purchase intention as well.These results imply that consumer cognition of brand in two shopping contexts has the same breath.But in terms of the depth of consumer cognition of brand,it performs differently in different contexts.In the context of online shopping,consumer could get deeper cognition about product attribution of brand,but more shallow cognition about social attribution of brand compares to that in the traditional shopping context.It means that the consumer cognition of brand is more rapidly in online shopping context,but the effectiveness is not so high.It is probably that consumer do not sufficiently trust the brand information transformed by Internet.It needs some methods to enhance the credibility of online information,so that the brand building in online marketplace could as efficiently as that in the traditional marketplace.The main innovations of this dissertation are:(I)Mental imagery theory and multi-sensory integration theory are applied to the research of consumer cognition of brand in the context of online shopping.It proposes consumer's sensory perception in the context of online shopping is a kind of perception state that evoked by consumer's concept processing.(?)According to the latest cognition research,the research of consumer cognition and the research of consumer behavior in the context of online shopping are connected by the analysis of online consumer's cognition process.This breaks through the limitation that the existing researches always focus on one of them only.(?)It builds breadth measure model and depth measure model of consumer's cognition of brand in the context of online shopping.It gives a comprehensive analysis about consumer's cognition of brand in the context of online shopping from the cross-section and longitudinal section.